Download Enterprising Professionals

LifeMode Group: Upscale Avenues
Enterprising Professionals
2D
Households: 1,627,000
Average Household Size: 2.46
Median Age: 34.8
Median Household Income: $77,000
WHO ARE WE?
OUR NEIGHBORHOOD
SOCIOECONOMIC TRAITS
Enterprising Professionals residents are well educated and
climbing the ladder in STEM (science, technology, engineering,
and mathematics) occupations. They change jobs often and
therefore choose to live in condos, town homes, or apartments;
many still rent their homes. The market is fast-growing,
located in lower density neighborhoods of large metro areas.
Enterprising Professionals residents are diverse, with Asians
making up over one-fifth of the population. This young
market makes over one and a half times more income than
the US median, supplementing their income with high-risk
investments. At home, they enjoy the Internet and TV on
high-speed connections with premier channels and services.
• Almost half of households are married couples,
and 30% are single person households.
• Median household income one and a half
times that of the US.
• Housing is a mixture of suburban single-family
homes, row homes, and larger multiunit
structures.
• Over half hold a bachelor’s degree
or higher.
• Close to three quarters of the homes
were built after 1980; 22% are newer,
built after 2000.
• Renters make up nearly half of
all households.
• Early adopters of new technology in
hopes of impressing peers with new gadgets.
• Enjoy talking about and giving advice
on technology.
• Half have smartphones and use them for
news, accessing search engines, and maps.
• Work long hours in front of a computer.
• Strive to stay youthful and healthy, eat
organic and natural foods, run and do yoga.
• Buy name brands and trendy clothes online.
TAPESTRY
TM
SEGMENTATION
esri.com/tapestry
Note: The Index represents the ratio of the segment rate to the US rate multiplied by 100.
Consumer preferences are estimated from data by GfK MRI.
2D
LifeMode Group: Upscale Avenues
TAPESTRY
Enterprising Professionals
SEGMENTATION
esri.com/tapestry
AGE BY SEX (Esri data)
RACE AND ETHNICITY (Esri data)
INCOME AND NET WORTH
Median Age: 34.8 US: 37.6
The Diversity Index summarizes racial and ethnic diversity. The index
shows the likelihood that two persons, chosen at random from the
same area, belong to different race or ethnic groups. The index
ranges from 0 (no diversity) to 100 (complete diversity).
Net worth measures total household assets (homes, vehicles,
investments, etc.) less any debts, secured (e.g., mortgages)
or unsecured (credit cards). Household income and
net worth are estimated by Esri.
| Indicates US
85+
80–84
75–79
70–74
65–69
60–64
55–59
50–54
45–49
40–44
35–39
30–34
25–29
20–24
15–19
10–14
5–9
<5
TM
Diversity Index: 71.2 US: 62.1
Hispanic*
Median Household Income
14.5%
Multiple
4.5%
Other
5.2%
Asian and
Pac. Island
American
Indian
$77,000
0
20.8%
12.0%
4%
0
Male
4%
$90k
$120k+
$300k
$400k+
57.1%
0
8%
Female
$60k
$78,000
White
8%
$30k
Median Net Worth
0.5%
Black
US Median $51,000
0
20%
40%
* Hispanic can be of any race.
60%
US Median $71,000
80%
0
US Average
$100k
$200k
AVERAGE HOUSEHOLD BUDGET INDEX
OCCUPATION BY EARNINGS
The index compares the average amount spent in this market’s household budgets for
housing, food, apparel, etc., to the average amount spent by all US households. An index
of 100 is average. An index of 120 shows that average spending by consumers in this market
is 20 percent above the national average. Consumer expenditures are estimated by Esri.
The five occupations with the highest number of workers in the market are displayed
by median earnings. Data from the Census Bureau’s American Community Survey.
139
Housing
$100,000
Median Earnings
135
Food
94
Apparel & Services
134
Transportation
123
Health Care
Entertainment &
Recreation
138
Education
140
Pensions &
Social Security
142
131
Other
0
50
100
Computer and Mathematical
$80,000
Business and
Financial Operations
$60,000
$40,000
200
250
300
350
Office and Administrative
Support
Sales and Related
$20,000
0
150
Management
50,000
150,000
Workers (Age 16+)
250,000
350,000
2D
LifeMode Group: Upscale Avenues
TAPESTRY
Enterprising Professionals
MARKET PROFILE
TM
SEGMENTATION
esri.com/tapestry
HOUSING
(Consumer preferences are estimated from data by GfK MRI)
Median home value is displayed for markets that are primarily
owner occupied; average rent is shown for renter-occupied markets.
Tenure and home value are estimated by Esri. Housing type and average
rent are from the Census Bureau’s American Community Survey.
• Buy digital books for tablet reading, along with magazines and newspapers.
• Frequent the dry cleaner.
• Go on business trips, a major part of work.
• Watch movies and TV with video-on-demand and HDTV over a high-speed connection.
• Convenience is key—shop at Amazon.com and pick up drugs at the Target pharmacy.
• Eat out at The Cheesecake Factory and Chick-fil-A; drop by Starbucks for coffee.
• Leisure activities include gambling, trips to museums and the beach.
Own
• Have health insurance and a 401(k) through work.
52.3%
Typical Housing:
Home
Ownership
US Percentage:
63.6% Own
36.4% Rent
Rent
47.7%
Multiunits;
Single Family
Median Value:
$295,000
US Median: $177, 000
POPULATION CHARACTERISTICS
ESRI INDEXES
Total population, average annual population change since Census 2010, and average
density (population per square mile) are displayed for the market relative to the size
and change among all Tapestry markets. Data estimated by Esri.
Esri developed three indexes to display average household wealth, socioeconomic status,
and housing affordability for the market relative to US standards.
900,000
Population
11,000,000
0
4,031,000
-0.5%
Population Growth (Annual %)
Wealth Index
3.0%
0
0.9%
0
Population
350
117
141
350
Socioeconomic Status Index
Density (Persons per sq. mile)
1000
1,345
25,000
0
135
Housing Affordability Index
350
2D
LifeMode Group: Upscale Avenues
TAPESTRY
Enterprising Professionals
SEGMENTATION
esri.com/tapestry
SEGMENT DENSITY
This map illustrates the density and
distribution of the Enterprising Professionals
Tapestry Segment by households.
High
Low
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